Humana has improved its consumer experience with a new web search tool called Ask Humana. The goal is to deliver personalized self-service help to consumers via their channel of choice.
One of the first things consumers will experience when searching within Humana.com is “intelligent filtering,” which, instead of delivering hundreds of potential answers to their query, will deliver — based on how well we know them — a much more targeted response.
In other words, if customers search on Humana.com or visit our Customer Support pages, the tool will use their behavior to tailor a response to their question. Going forward, it will also know — based on a recent query — what customers may now be asking about.
The more Humana customers use the tool, the more we’ll be able to improve it and tailor it to their needs.
“This is the beginning of our journey,” said Jeff Reid, Enterprise Vice President in Humana’s Digital Center of Excellence. “We are leveraging enhanced Google search algorithms, the Intelliresponse engine and lots of smart people who built these tools. As we look to the future, we have plans to expand this tool across Humana.com, integrate with chat and MyHumana, and much more. We are learning and iterating, and will continue to build on this experience as we progress. “
What users will see is an extended search bar and the text that reads “Ask Humana.” Users may enter full questions, phrases and key words into the bar to be matched to an appropriate answer.
Once a user submits a question, the most relevant answer in the database is displayed.
If a question is relevant to multiple lines of business, a transitional page will appear where the user can select the most relevant one from a list. The system then uses intelligent filtering to enhance the experience based on customer behavior. The entry field for asking additional questions remains visible on all answer pages, and the standard search results will continue to display beneath the best answer.
Users can rate answers based on how helpful they were. This data will be collected to enhance answer quality over time.
If a customer asks a question without a “best answer,” he or she will be advised that there were no results for the question that was asked and will be given suggestions to help with their search. They’ll also be offered a phone line to call. Data will be flagged in the system to make sure similar questions can be answered in the future.